Velocity's 'Reader' Tells A Story For Bell's

We all know that commercial directors are experts in eliciting emotion in a short space of time, but it doesn't make it any less wonderful discovering a piece of content that tugs at your heartstrings. Tackling a tough subject – adult illiteracy – 'Reader' from South African director Greg Gray (Velocity Films) not only manages to portray real pathos when dealing with the subject, but also crafts a fine mini-movie in a short running time. The surprise? The piece isn't a PSA or government piece, but the latest in whisky brand Bell's 'Give that man a Bell's' campaign.

Eschewing the standard 'history of brand' and 'perfection of flavour' themes that pepper other whisky advertising, Bell's have cannily allowed a fine storyteller, Gray, to do what he does best. The result is a lovely underdog story that avoids mawkishness through it's smart casting and subtle direction.

We were enamoured with the film, so spoke to Greg about his involvement and the benefit of 'content'.



How did you get involved with the Bell's project?

I guess storytelling and performance-driven scripts make up the bulk of my history reel so that made me a contender initially. I had also directed the previous Bell's ad called "The Search" last year, which was off the same 'strength of character' strategy, and the agency invited me to pitch on this year's follow-on.

What was it about the script that grabbed you?

The biggest attraction was that it was brave. Illiteracy, not just here but globally, is a massive problem. People avoid these topics (especially in advertising) as they are sensitive. I saw an opportunity to take a very real issue and show - with warmth, humour, dignity and respect - one man's courageous journey to overcome it. A lot of people walk this road and we are not even aware of it. This was an opportunity to recognise and embrace these courageous people and maybe even encourage a person or two out there to do it themselves.

We imagine that for a film like this, casting is vital. How involved did you get in the casting process? What did the lead actor have to have to make it work?

Casting is fundamental, always. And I am always very involved as performance is everything. We needed an elderly man that was also a fine actor, preferably unknown so as to raise the credibility of the story. A huge array of emotions was required to make this story work, and to make it work in a positive, uplifting way. We didn't at any time want people to feel sorry for him.



How was the shoot? How long did it take?

We shot over three nights. Because everything had been so carefully planned and prepared upfront, and agency and client and production house were all in agreement on all aspects of what we wanted to capture and convey, the shoot went off very smoothly.

The film really works as a mini-movie. Do you prefer working on spots that have a strong narrative drive? Does the time constraint force you to tell the story in a particular way?

I really enjoy narrative storytelling. Time allows you to embellish and refine the emotions and messages you are trying to convey. With less time available, something has to give. In this ad, a big challenge was to convey the progression of time and the evolution of our lead's reading skills in a credible manner.

Is there a special trick to conveying story almost wordlessly? How much is on the page and how much do you have to bring as director?

Storytelling is so much easier on paper. Turning words into visuals is always a challenge. One sentence on paper may evoke a number of ideas and feelings which take longer to capture visually. You have to find visual signals and short cuts to help layer and tell the story in a moving way.



Do you feel like a film like this can do more than simply advertise a brand? How does it feel to know that work you've produced can help inspire/motivate people?

I certainly hope so. I do think the journey of the character feels lighthearted and positive. The idea that this ad might inspire people to believe that it is never too late to undertake something like learning to read feels wonderful and very gratifying.

Are you pleased with the response?

I am overwhelmed by the positive response.

What's up next for you?

A Coke ad for Europe